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Digital Marketing - What is it and what types are there?

The Digital Marketing method has become both more common and more important as the availability of information has increased.

However, what digital marketing means more precisely can vary depending on which platforms and channels you use for your business. In this text, I will go through what digital marketing is and who benefits from digital marketing, and why.

I will also describe what SEO and SEM are and how it works.

Finally, I will also give you an overview of the important areas of responsibility in digital marketing so that you know how to build a team that is responsible for this.

What is digital marketing meaning?

Digital marketing refers, just as the name suggests, to marketing that takes place digitally. More precisely, it is about marketing via various digital platforms and digital channels.

digital marketing


It is therefore the marketing you do to reach your customers via the computer, mobile phone, or tablet. You can use these devices to place your ads via social media or build them into various websites and the website's services.

Key Takeaways

  • Digital marketing involves marketing to consumers through any number of digital channels.
  • This form of marketing is commonly executed on websites, mobile devices, and social media platforms.
  • This form of marketing is different from internet marketing, which is exclusively done on websites.
  • Digital marketing is a broad field, including attracting customers via email, content marketing, search platforms, social media, and more.
  • One of the biggest challenges digital marketers face is how to set themselves apart in a world that is oversaturated with digital marketing ads.

Online presence

If you're into internet marketing, you're probably familiar with or have heard of terms like web ads, search engine optimization and positioning, affiliate websites, and email marketing.

It is of course also possible to see your e-marketing as a complement to your more traditional advertising campaigns, as your digital marketing operates in fields other than the traditional marketing channels, such as newspapers, TV, and the public space.

For example, see how Nike here uses a large billboard as part of their marketing.

The biggest advantage for you to use social channels for your digital marketing is that you can reach out to your potential customers and also create a relationship with them.

digital marketing


This has its explanation in the nature of social media – that they are interactive platforms. The interactive contact you create with your potential customers gives them an experience of closeness, as you can communicate with them in a very fast and efficient way.

You can also give private individuals an opportunity to closely follow all the news regarding your company by sharing it on all your social platforms. See here how we at Video use our LinkedIn profile to communicate about our webinars.

Types of Digital Marketing Channels

As noted above, marketing was traditionally done through print (newspapers and magazines) and broadcast ads (TV and radio). These are channels that still exist today. Digital marketing channels have evolved and continue to do so. The following are eight of the most common avenues that companies can take to boost their marketing efforts. Keep in mind that some companies may use multiple channels in their efforts.

Website Marketing

A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.

Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) advertising enables marketers to reach Internet users on a number of digital platforms through paid ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show their ads to people searching for terms related to the products or services.

PPC campaigns can segment users based on their demographic characteristics (such as by age or gender), or even target their particular interests or location. The most popular PPC platforms are Google Ads and Facebook Ads.

Content Marketing

The goal of content marketing is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, search engine optimization, or even PPC campaigns. The tools of content marketing include blogs, ebooks, online courses, infographics, podcasts, and webinars.

Email Marketing

Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is all about. This type of marketing allows companies to get in touch with potential customers and anyone interested in their brands.

Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.

Social Media Marketing

The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel. Promoted posts and tweets are two examples of social media marketing.

Affiliate Marketing

Affiliate marketing is one of the oldest forms of marketing, and the internet has brought new life to this old standby. With affiliate marketing, influencers promote other people’s products and get a commission every time a sale is made or a lead is introduced. Many well-known companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.

Video Marketing

YouTube is one of the most popular search engines in the world. A lot of users are turning to YouTube before making a buying decision, to learn something, read a review, or just to relax.

There are several video marketing platforms, including Facebook Videos, Instagram, and even TikTok to use to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns.

SMS Messaging

Companies and nonprofit organizations also use SMS or text messages to send information about their latest promotions or give opportunities to willing customers. Political candidates running for office also use SMS message campaigns to spread positive information about their own platforms. As technology has advanced, many text-to-give campaigns also allow customers to directly pay or give via a simple text message.

The Bottom Line

Some of the world's biggest advertising campaigns were executed through traditional means. The Marlboro Man was very popular in print while Wendy's wowed individuals with its "Where's the beef?" tagline. But changes in the way people consume media forced companies to shift their focus. Digital marketing is now just as big, if not bigger, than traditional advertising and marketing tools. And you can expect things to keep evolving as technology continues to change.

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